Dove returns to US Open with fan-focused campaign

The activation draws on Dove Invisible’s clear application and its positioning as a base layer for fashion looks

Dove is returning to the US Open for a second year as the tournament’s Official Underarm Sponsor, launching Don’t Sweat It. Make A Racket. to connect beauty, fashion and fan culture around the tennis event.

The campaign will combine in-person and digital activations, including a short film and fan experiences designed to spotlight the styles, traditions and personalities surrounding the US Open.

Dove builds campaign around fan culture

The campaign is powered by Dove Antiperspirant, which offers 72-hour sweat and odour protection. Dove Invisible will also feature, highlighting its clear application designed to avoid white marks on clothing.

A central activation will be The Re[set] Club by Dove at the USTA Billie Jean King National Tennis Center. The space will offer attendees a place to refresh and prepare for the day, with Dove Advanced Care products, beauty and styling essentials and interactive photo opportunities.

Dove highlights US Open fashion

Dove is also partnering with photographer and cultural creatives Tyrell Hampton and Johnny Criollo of Watching New York on Don’t Sweat Your Fit. The pair will document the fashion, trends and personal styles seen around the tournament.

The activation draws on Dove Invisible’s clear application and its positioning as a base layer for fashion looks, while putting the focus on the individual styles of US Open fans.

Social series captures fan perspectives

The brand will also launch Racquet Report, a social content series created with the USTA. Carly Aquilino will interview fans at the tournament, covering the looks, conversations and opinions that contribute to the event’s wider culture.

The campaign extends beyond the tennis venue through a programme supporting women-owned sports bars during the Women’s Finals.

Dove supports women’s sports communities

Dove will open tabs at 10 women-owned sports bars across the US, providing fans with complimentary food and drinks while they watch key matches during the Women’s Finals.

Kevin Tolson, Head of Dove & SheaMoisture Deodorants, Unilever: "The heat of the US Open comes from the fans just as much as the matches. We want to encourage everyone to 'make a racket' in their own way. Whether you're making a statement with your match day outfit or cheering at home with your hands raised high, Dove helps you do it without worrying about sweat or white marks."

The campaign will run across the US, with Dove Advanced Care and Dove Invisible available through retailers nationwide.

www.dove.com

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